Facebook is now a ubiquitous part of the lives of many university students across the world. The libraries that serve them now have an opportunity to leverage this online social network to promote their services and resources. However, the effectiveness of a library’s efforts in this area will depend greatly on the number of connections it can make between its users and its Facebook presence. B...

Online marketplace, taken the form of ‘‘open market’’ where a very large number of buyers and sellers participate, has occupied a rapid increasing position in e-commerce, which resulting in sellers’ increasing investment on online advertising. Hence, there is a growing need to identify the effectiveness of online advertising in the online marketplaces such as eBay.com. However, it is problemati...

Counter-advertising commonly is used to balance the effects that alcohol advertising may have on alcohol consumption and alcohol-related problems. Such measures can take the form of print or broadcast advertisements (e.g., public service announcements [PSAs]) as well as product warning labels. The effectiveness of both types of counter-advertising is reviewed using the Elaboration Likelihood Mo...

Despite impressive growth in banner advertising budgets, doubts persist amongst practitioners about the effectiveness of banner advertising and the techniques used to measure it. A number of approaches such as click-throughs, mouse rollovers and eyetracker studies have been developed to measure the banner ad effectiveness. We argue that banner ad effectiveness can also be determined by measurin...

Advertisers have a fundamental need to quantify the effectiveness of their advertising. For search ad spend, this information provides a basis for formulating strategies related to bidding, budgeting, and campaign design. One approach that Google has successfully employed to measure advertising effectiveness is geo experiments. In these experiments, non-overlapping geographic regions are random...